Chin Marketing is all around us, it affects our lives daily. The products we buy, the shops in which we browse, the sales persons who approach us, the advertising that we see and hear - all form an important part of marketing. Marketing, rather than production must determine what products are to be made. Decisions regarding packaging, product design, pricing and collection policies must all be directed by marketing which must provide direction for, and must seek to co-ordinate, all company decisions.
The Lasco Group of Companies, started from a mere desire for success. From a salesman selling black pepper and peas, the company has grown to become one of Jamaica's largest co-operative entities. This undoubtedly begs the question...How was the Lasco brand built and what role did marketing play in the building of the brand?
A brand can be built through the incorporation of various marketing strategies. It may be through the building of a strong corporate campaign, through a massive advertising programme, a public relations campaign or a promotional campaign. Companies may choose any one or a combination of strategies, their levels of success will depend on the levels of execution amongst other varying and uncontrollable factors.
The Lasco story
Chief executive officer of the Lasco Group of Companies, Lascelles Chin made a decision to provide quality products at the most affordable prices without compromising service.
The Company introduced the Lasco line of whole milk into the market at a time when the Government was providing skim-med milk to the consumer at heavily subsidised prices. Lasco whole milk thus received a lukewarm reception, as the price was higher than that of the Government's heavily subsidised product.
Lasco then launched a marketing campaign, combining a massive advertising campaign with a promotional campaign, which featured taste testing in supermarkets and schools islandwide. The advertising campaign used popular personalities to draw attention to the ad.
The messaging did the rest. After six months measurable results were seen. The Company's management took the decision to provide the product at the best price even if it meant a reduction in profits. The customer would be put first. "I never looked at it as marketing, rather that we had to set an example" states company CEO Lascelles Chin. This commitment to quality, price and service formed the fundamentals on which the Company would market.
Through the analysis of their market, Lasco realised that the majority of their customers did not have refrigerators. Since milk develops bacteria very quickly when not refrigerated, the Company decided to go with smaller packets of whole milk, thus eliminating the need for storage. The packet would provide for one use and the customer would not have purchased additional quantities, which would have been contaminated or wasted - Honesty and integrity.
The Lasco commitment not only affects the products they market, but also the activities they get involved in. Every marketing campaign must have clearly defined objectives. From this, advertising, promotional and public relations objectives will be outlined. The Company must decide exactly what the marketing plan must achieve. In the case of Lasco, their aim was to positively affect the quality of living of the wide populace.
Therefore, they carefully chose activities that would serve to improve on the long-term well-being of the nation. As such Lasco now gives annual awards to teachers, nurses, police officers and pharmacists. It was felt that if these groups, who are often taken for granted, felt appreciated, then it would positively affect the quality of service delivered the populace.
We can one day therefore, look for more co-operation between the police and the people, a better standard of education of our nation and better health care delivery.
The Company, through the Lasco commitment, is constantly in search of means of cutting expenditure. It was out of this that the decision was made to centralise distribution. They purchased a 25-acre property, a massive warehousing facility, where they could have greater inventory control, more efficient distribution and thus the delivery of a higher level of service to their market.
